YouTube to launch 100 original content channels

Google's online video empire is set for further expansion after the Internet giant late last week revealed plans to roll out 100 new original YouTube channels.

"Today we're announcing that even more talented creators and original entertainment will soon join YouTube's existing channel lineup, including channels created by well-known personalities and content producers from the TV, film, music, news, and sports," said YouTube in a blog post last Friday.

Google has set aside $100 million to fund the new content, and is prepared to allocate as much as $5 million per channel, the Associated Press reported over the weekend. Payments will be made as an advance on any advertising revenue generated by the channels; in return, content producers will forfeit their share of the ad money until the advance is repaid.

According to the AP, YouTube intends for the channels to produce around 25 hours of original content per day. The popular celebrities and production companies that will partner with YouTube to achieve this goal include pop star Madonna, actor Ashton Kutcher, former NBA basketball player Shaquille O'Neal, and production firm Lionsgate.

Friday's announcement marks the latest step in YouTube's ongoing investment in original content. In July it announced it would pour $5 million into "select new and emerging YouTube partners", and in March pledged to invest $35,000 in up to 25 up-and-coming content makers.

"Our goal with this channels expansion, along with the grants and educational programs we’ve launched in the past year, is to bring an even broader range of entertainment to YouTube," the company stated.

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